Making a New Zealand mark
Tourism New Zealand

Designing the country's official silver fern was just one part of the job of bringing together all the ingredients needed to accelerate New Zealand's brand on the world stage. designworks was involved in a process of clarifying and articulating the strategic idea of New Zealand's past, present and future purpose - engaging the country in a programme of initiatives aimed at moving the whole population onto the same song sheet and collaborating with artists, designers and the wider community on a national attitude and vocabulary that is unique.

Deliverables: Brand positioning & strategy, identity design